Digital marketing is an essential strategy casinos must adopt if they don't want to leave money on the table. Competition is fierce. Casinos across the globe have effectively deployed advanced campaigns to connect with and attract guests. But digital marketing is dynamic, so a casino's strategy must evolve in order to stay relevant and competitive in an always-changing environment.
Even if a strategy was working 3, 6, or 12 months ago, there’s room for improvement. The next time your casino reevaluates your strategy to accommodate shifting social media trends, changing algorithms, technology advances or changes in guest behavior, remember these seven points:
Take advantage of digital marketing techniques to build a user-centric website. Responsive design allows players to access your site seamlessly, no matter the device they're using. Make need-to-know information easy to find, including your location, hours and amenities. Advertise events and encourage players to visit.
The experience of your website must be similar to your property. It's critical to engage new players if you don't want to miss out. Look at heat maps to see how people interact with your website. Understand which channels are performing to drive maximum results.
2. Search Engine Optimization
SEO (search engine optimize) is a set of guidelines you can follow to rank on search engine results and boost web traffic. By incorporating SEO, players can find your location by typing in "casinos near me," or "local places to gamble."
SEO tactics boost your online presence. Start by crafting highly relevant content that answers a searcher's query. Use optimized keywords throughout the content to rank in crucial searches. You should also focus on voice search, a rising trend with smart devices like Amazon's Alexa and Google's Cortana.
3. Social Media
Today's casino-goers aren't senior citizens puffing away at cigarettes — not entirely. They're hip, young millennials and Gen Zers who live a combination of physical and digital lives. Social media platforms, like Facebook, Instagram and Snapchat, allow brands to stay connected with tech-savvy guests. Create a casino community that exists both on- and offline.
Social media can be used to plug upcoming events and ask who plans to attend. If you book live talent, share a YouTube clip of their latest performance. Casinos can also use social media to showoff big winners. If someone hits the jackpot, share their smiling face on Facebook to encourage others to come in.
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Retargeting is a useful tool that allows you to reconnect with people who previously interacted with your casino, whether through your website or on social media. When someone visits your website, you can deploy a pixel known as a cookie, which tracks the user.
As the person continues to browse the web, you can serve them followup ads directed back to your casino. You can also send exclusive offers, such as $10 in free slot play. The goal is to improve ROI by targeting people already interested in what you have to offer. Common sites where you can use retargeting ads include Facebook and Google.
5. Mobile Apps
In today's tech-advanced world, most people own a smartphone. Nearly 60% of internet traffic originates from a mobile device, like a smartphone or tablet. Casinos and state lottery sites are turning to apps as a fresh way to connect with guests. Without leaving home, players can find all their favorite games, including Mega Millions and Pick 3.
Casinos can use apps and mobile-friendly websites to advertise ongoing events, specials and promotions. When guests log in, you can notify them of an upcoming poker tournament, live performance or giveaway contest. You can also use apps to turn guests into loyal players. Tech innovations allow them to rack up points and trade them in for perks like discounted rooms or free dinners.
Pay-per-click (PPC) is a type of marketing where you get charged when someone clicks on your casino's ad. On Google, for example, you can bid on specific keywords related to your business, such as "New York casino" or "online casino." When someone performs a search with these words, your ad will appear.
Say you spend $3 on one click. In turn, that person might visit your casino and spend $50 to $100 to play. When you use PPC, employ keywords relevant to your brand. Link to persuasive landing pages with a clear call-to-action, such as your "Gaming & Promotions" page.
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Automation is an AI (artificial intelligence) computer program able to perform functions faster than any human, all without errors. Due to machine learning, this software can process millions of data points and identify complex patterns. Automation has driven revenue in the casino industry for years.
Previously, casino managers would need to identify the triggers for changing competitor rate strategies and demand surges. AI software automates this process, monitoring data in real-time and offering actionable recommendations. As the technology advances, revenue managers can create demand through the deployment of smart outbound sales and marketing strategies.
Digital marketing can have a dramatic impact on your casino's revenue. Take advantage of technology by building a responsive website with SEO techniques. Connect to more players through mobile apps and PPC ads. You should also invest in automation software, which tracks player data and offers relevant digital marketing solutions. All this will help you better connect with guests and earn their loyalty.